What does a global leader in the contract furniture industry do when dramatic events drive employees out of office the world over? It innovates.
The pandemic forced a seismic shift in the commercial furniture industry overnight. Luckily, Haworth has always been a leader in meeting the ever-changing needs of the workplace with innovative products and services that keep employees healthy and productive. In this shifting landscape, Haworth reimagined the direct to consumer channel and began introducing the brand to new customers that recently found themselves working at home.
Haworth turned to CQL to rebrand and redesign the direct to consumer site into the company’s primary flagship retail store in order to better serve its customers and engage new audiences.
The new flagship store destination drives direct-to-consumer sales by merchandising Haworth’s products to small business and employees working from home. Storytelling and merchandising work hand-in-hand to bring product solutions to new audiences and to introduce customers to the storied Haworth brand.
As a manufacturer with design centers around the world, Haworth is a master class in delivering highly customized products to specification. The new site experience puts that power into the users hands. Allowing both “ready to ship” and “made to order” customization options, customers can now easily manage their desire for customization with their required delivery date.
Haworth products have rich design stories to reveal. Content modules are positioned to promote product understanding and support key messages of ergonomics and sustainability. These stories are essential to understanding the role this upscale brand plays in the market, and in customers’ hearts and minds.
Shopify Plus was a clear winner as the technology of choice for Haworth as it paired the flexibility needed for customization with a speedy time to market. CQL partnered with Haworth to develop a highly customized experience that best leveraged the Shopify Plus features while extending the platform to include unique features that make Haworth stand out in the marketplace.
The Haworth brand is built around innovative design and workspace solutions. With the pandemic forcing a global shift to working at home, Haworth quickly needed a newly designed and branded B2C experience for customers creating home offices. CQL was able to deliver an on-time and on-budget replatform on Shopify Plus, allowing us to enter a new market and help customers design home workspaces that supported collaboration and a positive work/life balance.
MELISSA LIOTUS
Ecommerce Director B2C
